<a href="http://4.bp.blogspot.com/_OhMJ7zCCNPY/SvqEtSOW5mI/AAAAAAAAAYM/4knYxyrE_r4/s1600-h/simplicity1.gif"><img id="BLOGGER_PHOTO_ID_5402776616505370210" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 240px; CURSOR: hand; HEIGHT: 320px" alt="" src="http://4.bp.blogspot.com/_OhMJ7zCCNPY/SvqEtSOW5mI/AAAAAAAAAYM/4knYxyrE_r4/s320/simplicity1.gif" border="0" /></a><br /><div>Is simplicity the way of the future? I think it could well be. I do think it is a big trend to watch out for an embrace.<br /><br />After years of excess and conspicuous consumption, the economic crisis has forced a rethink in so many areas. And one theme for me seems to be that simplicity is the thing that is emerging. It is a natural reaction to excess, complexity and concerns about what we eat, use and do to our bodies and the environment we live in.<br /><br />Some of this trend is fuelled by the need for organizations to find ways to cut costs too, ironically.<br /><br />Many hotels, airlines and other service industries are taking out various features and items to reduce costs. In fact some hotels are prepared to lose stars from their ratings in order to strip back some of the features. Hotel chains like Travelodge are doing well on the basis of offering nothing more than a good night's sleep. They do not have complex services and features but focus on making sure that people have a good night sleep. Nothing more and nothing less. Focusing on one core and simple thing. People may get used to, and like paying less for getting the key thing: good comfortable night sleep. This is simplicity and ensuring you focus not on all the ancillary offerings, but the simple thing people need.<br /><br />The increased awareness of the dangers of chemicals and the junk in the environment that is leading to increased incidence of things like eczema and skin issues is also leading to more simple and perceived safer products. We are seeing, for example, rapid growth of brands like “Simple” in the UK that tells a story of just a few key ingredients that are all you need to get the results you want. We are also seeing the growth of pharmacy brands promising to exclude preservatives and other chemicals to be just simple but effective.<br /><br />There was a really interesting article recently in USA Today about the emergence of the simple trend and how it is having an impact and resonating across many other categories that is well worth reading called <a href="http://www.usatoday.com/printedition/money/20091028/simple28_cv.art.htm">“How many ingredients in this scoop? The answer may be surprisingly simple”<br /></a><br />What do you think? Got any other examples? Email me or leave a comment on the blog posting now!</div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-5180069909308548572?l=www.garybembridge.com' alt='' /></div>
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When you start getting press releases from PR agencies to your blog does that mean that you have "arrived", or does it just mean that clients and agencies are (finally) understanding that <span class="blsp-spelling-error" id="SPELLING_ERROR_0">bloggers</span> can get a message out quite fast and quite wide at relatively low cost. Ensuring that the story or angle being pushed can get coverage and also make sure then that it gets picked up in search more?<br /><br />In recent weeks, I have noticed that I am starting to get more releases and stories from PR agencies. This may also (of course) just mean that someone has created a list of blogs by topic and is selling the lists and so does not mean very much at all!<br /><br />Or (as in the case of the one I am about to comment on), is a message that may get longer life and a more diverse coverage than in traditional media - especially as part of the material is a bit "rough" to digest..<br /><br />One of the recent releases I got was from Shiny Red PR for their client Pfizer, which is encouraging people not to buy <span class="blsp-spelling-corrected" id="SPELLING_ERROR_1">prescription</span> drugs online - warning that many may be dangerous and harmful by containing things like rat poison. At the heart of the campaign is a stomach churning ad that shows a man pulling a dead rat out of his mouth. The ad has been limited to very late night TV on limited channels in the UK due to its content.<br /><br />It also struck me that this is also why targeting blogs works when you have something that may have viral potential due to its graphic and controversial nature, and where mainstream media would not want to show it in peak times.<br /><br />The ad itself is not pleasant, and possibly a bit obvious versus subtle but it is very well made and has convinced me that buying <span class="blsp-spelling-corrected" id="SPELLING_ERROR_2">prescription</span> drugs offline is to be avoided should I ever toy with the idea.<br /><br />But interesting thought on how and when to use <span class="blsp-spelling-error" id="SPELLING_ERROR_3">bloggers</span>. I have also received many releases about brands doing every day things, and not yet found a hook or reason that has sparked me enough to blog about it. And so maybe another learning is that to engage <span class="blsp-spelling-error" id="SPELLING_ERROR_4">bloggers</span>, versus spam them is to have a story or some hook that gives a good reason to write about your brand. And it is not likely to be just to say how lovely it is, as paid media can do that where you control everything.<br /><br />You also need to accept that <span class="blsp-spelling-error" id="SPELLING_ERROR_5">bloggers</span> may not write what you want them to...(or is bad publicity better than none?!)<br /><br />What do you think? leave a comment on the blog<br /><br />Watch the ad on <a href="http://www.youtube.com/watch?v=EYV_HF-Mh74">YouTube by clicking here</a>, or on the blog posting:<br /><br /><embed src="http://www.youtube.com/v/EYV_HF-Mh74&amp;hl=" width="560" height="340" type="application/x-shockwave-flash" fs="1&amp;" allowfullscreen="true" allowscriptaccess="always"></embed><br /><br />Visit the website: <a href="http://www.realdanger.co.uk/">http://www.realdanger.co.uk/</a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-881487717659390205?l=www.garybembridge.com' alt='' /></div>
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Being on holiday in the USA a month or so ago, meant watching more TV than I usually do when there on business. Something really struck me about the nature of US advertising that felt to me like it has got more pronounced, and has made the difference with UK advertising more pronounced than ever.In the UK, advertising (especially on TV) tends to be optimistic, positive, light-hearted and upbeat. There is a high emphasis on entertaining to sell. Ads tend to be funny, show slices of life and even tend towards story telling.USA ads seemed to be getting much more scary that I remember them. They seemed more problem / solution orientated. The alternative brands to those being advertised being positioned as being more risky, more flawed and even more dangerous. The ad breaks felt to be more full of threats and gloom. The ads make life seem so much more fraught. It seemed to be playing on fears is the dominant ad approach.<br /><br />As I wrote this posting originally in the last few breaks I had seen on the TV:<br />· seen jealous boyfriends kick down a terrified woman’s door who was saved because of her security alarm.<br />· been warned about the dust left behind by feather dusters, and how my family could suffer allergies unless I switch to some other product<br />· been told if I have been taking a certain drug I could suffer tendon problems and should contact some lawyers to join suing the company<br />· been told that as I am ageing I am risking getting a heart attack and better start taking daily aspirin doses<br />· been told I should chose a line of diabetes monitoring products as they are designed and made in the USA, implying other countries cannot be trusted<br /><br />I was wondering if it has always been so? Has the style of commercial that convinces American consumers to make brand choices based on creating fears and uncertainty reflecting the times the country is going through - so mirroring society?<br /><br />The UK is by no means going through the most positive of times, but seems being copy is trying to be more cheerful and entertaining and focusing on the positives is the ad industry weapon of choice. Is this a cultural thing? Or just me over concluding?<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-8875412115453742458?l=www.garybembridge.com' alt='' /></div>
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One way to stand out and connect is by being topical and taking advantage of events. One event that happens twice a year and so can be planned for is the clock change. Here are how a number of manufacturers try and use events like the clock change to sell.<div><br /></div><div>Radox viral ad about taking time to yourself. Using a Eastenders man in a suggestive ad to attract and target women. This viral video was re-posted many times by people on YouTube, Twitter and other social media sites.</div><div><br /></div><div>Watch ad on YouTube: <a href="http://www.youtube.com/watch?v=Eq4kPe3ILx8">click here</a> or on the blog posting:</div><div><br /></div><br /><object width="560" height="340"><param name="movie" value="http://www.youtube.com/v/Eq4kPe3ILx8&amp;hl=en&amp;fs=1&amp;"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/Eq4kPe3ILx8&amp;hl=en&amp;fs=1&amp;" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="560" height="340"></embed></object><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-3494017692044070585?l=www.garybembridge.com' alt='' /></div>
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<a href="http://1.bp.blogspot.com/_OhMJ7zCCNPY/SuANkwC7jyI/AAAAAAAAAYE/uqfHLEGUCgo/s1600-h/2005_American_Idol_Sm1.jpg"><img id="BLOGGER_PHOTO_ID_5395327278613499682" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 312px; CURSOR: hand; HEIGHT: 296px" alt="" src="http://1.bp.blogspot.com/_OhMJ7zCCNPY/SuANkwC7jyI/AAAAAAAAAYE/uqfHLEGUCgo/s320/2005_American_Idol_Sm1.jpg" border="0" /></a> I am constantly reminded that if you want to create communication that people remember is for your brand then you need to make sure that it is fully integrated into the story of the communication.<br /><br />So much so that you cannot tell the story of the ad (for example) without having the product or service integral to the communication.<br /><br />This is one of the easiest and most basic mistakes that we all make. As consumers we know that we have seen ads, especially on TV, that we talk about but never sure what brand and product it is actually advertising. We have all done the "did you see the ad where the x did z etc". Often they are ads that we have really LIKED, but as we cannot remember what they are for, then not very good.<br /><br />I was reading recently a book by Martin Lindstrom called "buy.ology" and in it he also talks about how key this is as we look at new communication forms. Some examples that struck me where:<br /><br /><strong>American Idol sponsorship.</strong><br />This show is the biggest TV show in the USA and has 3 sponsors who invest a lot of money to do that.<br /><br />One of them, Coke, has found that awareness that they sponsor the show is huge and has driven some brand image positively. As part of their deal, they intertwined the brand into the fabric of the show. So the space the contestants are interviewed in has the coke brand code colour and the judges have a red glass with coke brand on it and they often sip while giving feedback. Cingular also does well as to be able to vote by text message you have to be a Cingular user and so that is part of the story of the show, voting by text is for Cingular users only. Ford just runs some ads and competitions, and awareness is almost nil. By integrating the Coke brand through the show even though subtly in relative terms it became part of the story of the show.<br /><br /><strong>James Bond Movies.</strong><br />Other than Austin Martin cars that have been used forever, almost no-one remembers the zillions of products placed in the films as the producers got over the top and lined up products and products in the films. But as they were just slotted in gratuitously and added little to the story and the plot, again they had little impact and few recalled them.<br /><br />One brand that I was thinking of that was waved into the story and key to the plot was <strong>"Central Perk" coffee shop in Friends</strong>. I know that if you asked people what the coffee shop in the series was everyone could tell you. But it does not exist as a real brand of course.<br /><br />The key is you need to add to and be part of the story in communication to be remembered and for good branding. It sounds really simple but ends up being harder to do than we expect as we get carried away by the momentum of a creative idea.<br /><br /><strong>Do you have examples where brands do this well?</strong> Email me at <a href="mailto:gary@bembridge.co.uk">gary@bembridge.co.uk</a> if you do, or leave a comment on the blog<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-3263813499340055120?l=www.garybembridge.com' alt='' /></div>
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<p>The most read article on my blog online (rather than read by people who get email alerts with the articles in) by far is the one titled: <a href="http://www.garybembridge.com/2008/04/is-it-just-me-or-are-there-more-naked.html">Is it just me, or are there more naked men in ads these days?<br /></a><br />This probably tells us a few things like:<br />(1) The terms “men” and “naked” are popular search terms online (and I think sex related terms are the top search topics overall consistently). Sex interests people, and so that gets traffic to the site.</p><p>(2) People are interested in naked men and like looking at them and so that probably explains while more naked and shirtless men appear in adverts, as they have stopping power.<br /></p><p>(3) Men are now very much fair game to be treated as sex objects to sell things<br /><br />But, one thing that also struck me recently is that there seems to be a growing trend that is increasingly bringing together the world of football heroes and designer underwear. In fact it is becoming so common, it almost looks like it is part of the career path of a successful footballer!</p>First Fredrik Ljungberg for Calvin Klein, then David Beckham with Armani, and now we hear that Ronaldo(who we often see in the tabloid press in small shorts and swim trunks) will replace David in 2010 as Beckham expands into his own briefs... By which I mean he is launching his own line.<br /><br />Sports men and briefs seem to be good partners as even Bjorn Borg (the multiple Wimbledon winner) his own line.<br /><br />I wonder if the main target are men wanting some of the sport champion winning power to wear off on them. Or for women to buy them hoping the more athletic and virile sport star will project onto their man.<br /><br />Either way it is an interesting trend. Is success on the football field going to be measured by how fast you can get an underwear contract?<br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://2.bp.blogspot.com/_OhMJ7zCCNPY/StsuFR1DjdI/AAAAAAAAAX8/rYs8LTIAkq8/s1600-h/freddie02.jpg"></a><br /><br />Who cares some may say, as:<br /><br />(1) they certainly do stand out and get noticed. My lasting impression of the American Academy of Dermatology congress in San Francisco in 2009 was not the subtle Aveeno posters plaster on bus shelters announcing it was the natural brand dermatologists recognised, or the facial filler brand whose name I forget, but the zillions of David Beckham posters twice life size lying around display his ball tactics.<br /><br />(2) they stand out from the sea of muscled and toned men now appearing not only on underwear but many other items. Having a naked/ near naked man no longer is enough as so many now seem to be doing it, you need people to remember who you are - and associating a football star very publically helps with that. Especially as it seems that almost none of the ads talk about benefits and features of the product, just the look. So it is all about brand recognition and aspiration.<br /><br />OK, enough of my cheesy double entente posting for one day.<br /><br />I still ask: are there more naked men in ads than ever? There certainly are more near naked footballers!<br /><br /><span style="FONT-WEIGHT: bold">100 Professional Footballers in underwear ad prove my point:</span><br /><br />And if to prove the point that being an underwear model is the career of choice of footballers (or that they are good at selling underwear), the Belgian designer and reported football fan Dirk Bikkemberg had 100 professional footballers pose in underwear in a sort of art installation to launch his new range.<br /><br />See the story on YouTube: <a href="http://www.youtube.com/watch?v=fKcn75JonPA">click here</a><br /><a href="http://www.youtube.com/watch?v=fKcn75JonPA"></a><br />Or watch on the blog posting<br /><br /><embed src="http://www.youtube.com/v/fKcn75JonPA&amp;hl=" width="425" height="344" type="application/x-shockwave-flash" fs="1&amp;" allowfullscreen="true" allowscriptaccess="always"></embed><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-5050936772096432998?l=www.garybembridge.com' alt='' /></div>
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I often get requests for people with a point of view on marketing or issues I have raised to provide a guest posting for this blog. I am going to experiment with having them to see how they go down if they add to the debate on issues I have raised. I do not receive any payment and don't take paid for postings by the way.<br /><br />This posting was written by <strong>Christopher Angus</strong>, who descibes himself as "an award winning Internet Marketer, who owns <a href="http://www.seocompanyuk.com/">SEOCompanyUK.com</a> in the UK" and is on a topic dear to my heart at the moment and something am trying to work on for brands I work on.<br /><br /><strong>Connect with your audience socially and reap the benefits</strong><br /><br />"Social media is the new kid on the block when it comes to internet marketing; however, it’s one of the biggest arrivals in the last decade and should not be ignored. Brands can be made and destroyed in the blink of an eye due to the effect of social media.<br /><br />Social media is all about being social. It’s about connecting with a group of people, creating something interesting or useful and growing a group of fans. These fans are like fans of any other brand, but you can develop them quickly and relatively inexpensively when compared with traditional brand building. You don’t need to give things away to grow a group of fans; social media is still quite altruistic in a sense and fans will follow anything that tickles their interest.<br /><br />It’s these people that will become your online PR machine, they will say nice, flowery things about you and your business so that it will grow. Be kind to your audience and don’t try to relentlessly market your products to them and they will reward you with loyalty and positivity when asked about your business or products.<br /><br />Connecting with your audience and cultivating a loyal group of followers is hard work initially but very rewarding. It’s highly important that you make the right connections initially as a fault in the beginning can kill your whole social media campaign. When it’s got traction and you have momentum, you can then take a few risks and start to try to promote your product subtly.<br />The most popular platforms to grow your brand at the moment, include, <a href="http://www.facebook.com/">Facebook</a>, <a href="http://www.twitter.com/garybembridge">Twitter</a>, <a href="http://www.linkedin.com/">Linked-In</a> among others. It’s a form of “online networking” only with access to millions of people in a very short space of time.<br /><br />Once you have built your relationships, you can use your connections to promote your business, help you with a product launch or get feedback on a new concept you're maybe considering. It’s a huge amount of power to have at the tips of your fingers, all for almost nothing, just the time to build your social connections around yourself.<br /><br />People that take the time and effort to build their social networks today, will reap the benefits tomorrow, they will be literally years ahead of people that haven’t taken the time or bothered to grow their own networks."<br /><br /><strong>My question for readers:</strong><br />What is the best example you have of a brand doing all of this well?? Write a comment in the blog or email me using the link on the blog.<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-2934841693109680289?l=www.garybembridge.com' alt='' /></div>
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<a href="http://3.bp.blogspot.com/_OhMJ7zCCNPY/SsobCc1pUNI/AAAAAAAAAXk/tFlfeM1qhxQ/s1600-h/ignoring.jpg"><img id="BLOGGER_PHOTO_ID_5389149633017106642" style="DISPLAY: block; MARGIN: 0px auto 10px; WIDTH: 320px; CURSOR: hand; HEIGHT: 122px; TEXT-ALIGN: center" alt="" src="http://3.bp.blogspot.com/_OhMJ7zCCNPY/SsobCc1pUNI/AAAAAAAAAXk/tFlfeM1qhxQ/s320/ignoring.jpg" border="0" /></a><br /><div>It is too expensive. We don’t have the money to do that....<br /><br />These are two very common phrases I have used myself and am hearing more and more these days. Especially when it comes to format and spot lenthgs in creative work.<br /><br />However, one thing we all need to remember is:<br /><br /><strong>It is very expensive if almost no-one is stopped by, notices and digests your message. That makes whatever you do very expensive indeed.</strong><br /><br />It is a topic I have been pondering much more recently, as with budgets tight and getting tighter in the current climate (though isn’t budget always tight anyway?), many markets, marketeers and agencies are aruging that they need to run shorter TV spot lengths, run single pages instead of double pages, sequential pages or even fold-outs and the such like that have been used more in the apst to have stopping power and engage more.<br /><br />I think the key needs to that when making the call on not doing these or on moving away from them that: <strong>The most expensive thing you can do is something that almost no-one will see or hear.... that is very costly as you will have thrown away everything</strong>.<br /><br /><strong>As someone once told me on an advertsing course: it is better to be seen once than ignored 1000 times....</strong></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-7741880355109932156?l=www.garybembridge.com' alt='' /></div>
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Evita Bezuidenhout (played by South African satirist Pieter Dirk Uys) is a character created originally to mock society in the white ruled days in South Africa. the character allowed him to mock and taunt the government. The character has lived on as he still mocks the political world in South Africa.<br /><br />I <span style="color:#000000;">thought</span> when someone sent me a link to a new Nandos (the chicken fast food chain) form South Africa that he was "selling out" and going for cash by getting involved in ads. However, as the ad shows, he has still managed to get a barb in at the nature of the political landscape in the country.<br /><br />It is funny and pointed at the same time! Also interesting to see a client being bold enough to make a political and selling statement in one!<br /><br />(In case you are not up on the political world in South Africa the main political party is the ANC)..<br /><br />Watch the ad on YouTube: <a href="http://www.youtube.com/watch?v=ONTqdp5scmg">click here</a><br />or on the blog posting:<br /><br /><embed src="http://www.youtube.com/v/ONTqdp5scmg&amp;hl=" width="425" height="344" type="application/x-shockwave-flash" fs="1&amp;" allowfullscreen="true" allowscriptaccess="always"></embed><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-1202419197335000462?l=www.garybembridge.com' alt='' /></div>
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<a href="http://4.bp.blogspot.com/_OhMJ7zCCNPY/Sq9zj0N71dI/AAAAAAAAAXU/JW4zLxCYxhw/s1600-h/designpack-gallery-boutik.jpg"><img id="BLOGGER_PHOTO_ID_5381647138880738770" style="DISPLAY: block; MARGIN: 0px auto 10px; WIDTH: 320px; CURSOR: hand; HEIGHT: 234px; TEXT-ALIGN: center" alt="" src="http://4.bp.blogspot.com/_OhMJ7zCCNPY/Sq9zj0N71dI/AAAAAAAAAXU/JW4zLxCYxhw/s320/designpack-gallery-boutik.jpg" border="0" /></a><br /><div>I was very taken today by a concept about how to re-think your approach to packaging during a visit with Fabrice Peltier of P'Reference design in Paris.<br /><br />This engaging, passionate man who has a packaging gallery/ shop on the ground floor of his studios called Design Pack Gallery with exhibitions that change monthly (often accompanied by books he writes on the topic of the exhibition) is very inspiring - and thoughtful.<br /><br />His simple premise is: think about the 2nd life of your packaging.<br /><br />He challenges as lazy the thinking, and even sees it as an opt-out, the notion of recycling and recyclability of materials! What he argues is that you should think about how your packaging itself can and should have a second life.<br /><br />So examples could be:<br />- turning it into other products (using bottles to make candle sticks etc) - this is of course interesting but more limited<br />- making the packaging the product. So he had examples of lamps that were actually the pack itself sold on shelf.<br />- the outer pack (often thrown away) becoming the primary or playing a role after open (such as a washing powder box that looks like a small washing machine so you can refill and see how much product is left through the window of the "machine")<br />- the pack becomes something meaningful. Such as a box holding alcohol that included a bulb and plug so it became a lamp<br /><br />I found the concept of thinking about the 2nd life of packaging thought provoking and big. Do you?<br /><br />If in Paris his exhibitions and small bookshop are worth visiting.</div><br /><div></div><br /><div>Links:<br /><a href="http://www.designpackgallery.fr/">http://www.designpackgallery.fr/</a><br /><br /><a href="http://www.p-reference.fr/">http://www.p-reference.fr/</a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-3282803157801812673?l=www.garybembridge.com' alt='' /></div>
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<a href="http://3.bp.blogspot.com/_OhMJ7zCCNPY/SqoTYQe9ZkI/AAAAAAAAAXM/fpyx4PqFFe0/s1600-h/parishilton.jpg"><img id="BLOGGER_PHOTO_ID_5380134012310087234" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 132px; CURSOR: hand; HEIGHT: 200px" alt="" src="http://3.bp.blogspot.com/_OhMJ7zCCNPY/SqoTYQe9ZkI/AAAAAAAAAXM/fpyx4PqFFe0/s200/parishilton.jpg" border="0" /></a> I never expected to hear a phrase from Paris Hilton that I thought would be very meaningful. But recently she said "life is too short to blend in". She was talking about dressing to stand out and be noticed.<br /><br />How right she is! As a brand and marketers, you need to remember just that. You need to stand out and not blend in. You need to challenge the norms.<br /><br />So even in a store, maybe all your competition are in bold bright colours, or all black. To stand out maybe you should be pastel and light. Think about how you dress up your brand packaging, point of sale and ads: life is too short to blend in. If you do you may both metaphorically and literally disappear....<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-8311577950634856137?l=www.garybembridge.com' alt='' /></div>
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<div style="text-align: left; padding: 3px;"><a href="http://www.flickr.com/photos/tipsfortravellers/3794643449/" title="photo sharing"><img src="http://farm4.static.flickr.com/3430/3794643449_6733266ae2.jpg" style="border: solid 2px #000000;" alt="" /></a><br /><span style="font-size: 0.8em; margin-top: 0px;"><a href="http://www.flickr.com/photos/tipsfortravellers/3794643449/">useyourlocal.com</a>, originally uploaded by <a href="http://www.flickr.com/people/tipsfortravellers/">garybembridge</a>.</span></div><p>Every now and then you hear an idea that makes you thinks "wow, that is clever". I heard one yesterday. Not sure of it will work, but seemed a clever idea and one that is very simple.<br /><br />It deals with one of the biggest hassles and drawbacks of online and home shopping: getting your purchases (especially if a signature is needed).<br /><br />It resonated as having just experienced a farce of my partner having ordered a new Tom Tom that was being delivered to the house repeatedly and unsuccessfully as no-one is home in the day. The courier firm tried 4 times before he eventually went and fetched it one morning. So inefficient, frustrating and even environmentally unsound with all the repeat visits.<br /><br />This is a potential flaw in shopping online.<br /><br />Listening to Wake Up To Money (a great weekday morning podcast from the BBC 530am show available to download before you morning commute), they interviewed a chap from a new business called useyourlocal.com. The idea is you sign up and your local neighbourhood pub in the UK receives your parcel and so you can pop along anytime they are open to get it. So that means evenings until late and weekends. Brilliant, as for most people the local is a short stroll from the house and very handy.<br /><br />Seems like a great idea. Simple and deals with one of the hassles of online shopping which is getting things delivered when it is convenient for you. Hope it works.</p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-2587269008761017141?l=www.garybembridge.com' alt='' /></div>
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One of the best things that you can do in marketing and advertising is to have an enemy. It helps to focus the mind, your unique offer and the agency (and people in the team/ company) to be creative and innovative.<br /><br />Having an enemy, especially one that is not likely to react, is a great way to drive creativity and competitiveness especially in copy and communication. This is a technique and approach used a lot by many of the big multi-national companies like P&amp;G and Unilever.<br /><br />There are a number of different ways of tackling this and approaches:<br /><br /><span style="font-weight:bold;">Having a category as an enemy.</span><br />The advantage is that a whole category is not likely to respond, but often stands for something clear in the mind of the consumer and so easy to get your point of difference across.<br /><br />There are a few good examples:<br /><br />Anti-Soap<br />This is a huge category and one that people understand. Years ago when working on baby products we used comparison with the perceived (and real) drying effects of regular soap to convince people to use liquid bath foam.<br /><br />Soap was also the enemy for the hugely successful Dove Quarter Moisturiser soap bar. The famous TV ad showed litmus paper showing the PH of various types of soap and that Dove was neutral. It implied gentleness and mildness. Though may not have actually been significant in skin caring..<div>Watch the ad on YouTube <a href="http://www.youtube.com/watch?v=23LZMSf2ljk">by clicking here</a>, or on the blog posting:</div><div><br /><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/23LZMSf2ljk&hl=en&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/23LZMSf2ljk&hl=en&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object><br /><br /><b>Gold Standard Action Standards</b><br />One of my favourite examples, and one I wish I had thought of (or our agency had) was the recent Olay Regenerist ads that compare themselves to expensive department store brands. This is a really great example, as consumers know that department store anti-age products are expensive (and are also aspirational) and believed to be very effective as they are so expensive. As they do not name a specific brand and in early ads compare to "a $350 dollar cream" it meant that they only had to do clinical or studies versus one cream. But they managed to get the impression they were better than all.<br /><br />Watch the ad on YouTube by <a href="http://www.youtube.com/watch?v=0YXkfAPvRzM">clicking here</a>, or on the blog posting.<div>The ads says: <span><i>We were flattered when we learned Regenerist beat the $100 dollar cream. Floored when we whipped the $350 dollar cream. And flabbergasted when we creamed the $700 dollar cream! For under $30 dollars Olay Regenerist Micro-Sculpting Cream, according to a European Study, hydrates better and longer than 32 of the world's most expensive creams. Fantastic, Phenomenal, Regenerist</i></span><br /><div><br /><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/0YXkfAPvRzM&amp;hl=en&amp;fs=1&amp;"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/0YXkfAPvRzM&amp;hl=en&amp;fs=1&amp;" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object><br /><br /><b>The Market Leader</b><br />The most used and most expected. In the USA almost all headache pills seem to refer to Tylenol. I often though wonder if this approach is less good as you end up reminding people who the leader is, and that they are good.<br /><br /><br />Any others? drop me an email: click here</div></div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-8882479224604208268?l=www.garybembridge.com' alt='' /></div>
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<a href="http://3.bp.blogspot.com/_OhMJ7zCCNPY/Smb4DXGZQ0I/AAAAAAAAAW8/thXIqY7Q6uM/s1600-h/MarketingLive_AA.jpg"><img id="BLOGGER_PHOTO_ID_5361245143055287106" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 320px; CURSOR: hand; HEIGHT: 320px" alt="" src="http://3.bp.blogspot.com/_OhMJ7zCCNPY/Smb4DXGZQ0I/AAAAAAAAAW8/thXIqY7Q6uM/s320/MarketingLive_AA.jpg" border="0" /></a> One of my favourite podcasts over the last few years has been the <a href="http://www.marketingonlinelive.com/">Marketing Online Live podcast</a>. The 2 presenters are thought provoking, challenging and have strong views that creates debate and reaction. They are very focused on the importance of monetising content and of ways of using technology and new forms, like podcasts, YouTube and blogs to repurpose content and monetise it. They are feisty and also amusing.<br /><br />They often have interesting concepts and one that they have spoken about a lot, and I find very interesting and exciting is that with all the new tools and greater interactivity online (and also actually with devices like x-box, and now digital TV) marketing people need to stop thinking just about "LEAN BACK" and think more and "LEAN FORWARD" marketing approaches. And this gets exciting as you have greater capability to not only monetize and generate leads and sales, but also can engage your target much more.<br /><br />In the past a lot of broadcast media, and even online, was a "lean back" approach. Your target/ viewer would lean back and let the content and material wash over them as they sat back and let you talk to them. Now you can actually get people to sit up, lean forward and engage with you. That may be as simple as them watching an ad or video about your product or service and lean forward and click to buy, click to learn more, or click to respond. This is a huge mindset change. Most TV ads today, as a simple example, do not even have a real call to action!<br /><br />I think this, like many simple ideas, is HUGE. What are you doing through all your consumer touch points and communication doing to get them to lean forward and act? I know for me and my brand not enough. Thanks to <a href="http://www.marketingonlinelive.com/">Marketing Online live</a> for sparking this thought!<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-6378069705779385916?l=www.garybembridge.com' alt='' /></div>
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<div style="PADDING-RIGHT: 3px; PADDING-LEFT: 3px; PADDING-BOTTOM: 3px; PADDING-TOP: 3px; TEXT-ALIGN: left"><a title="photo sharing" href="http://www.flickr.com/photos/tipsfortravellers/3742774258/"><img style="BORDER-RIGHT: #000000 2px solid; BORDER-TOP: #000000 2px solid; BORDER-LEFT: #000000 2px solid; BORDER-BOTTOM: #000000 2px solid" alt="" src="http://farm4.static.flickr.com/3484/3742774258_a6ceda852e.jpg" /></a><br /><span style="MARGIN-TOP: 0px;font-size:0;" ><a href="http://www.flickr.com/photos/tipsfortravellers/3742774258/">gary bembridge twitter home pgae</a>, originally uploaded by <a href="http://www.flickr.com/people/tipsfortravellers/">garybembridge</a>.</span></div><p>As a bit of an online junkie (some may even say whore), I love new tools and love new social networks like last.fm and facebook. I finally started to use Twitter a few months back, though I am still not really sure what it is all about and why it has become so hot.<br /><br />To me it feels like a jumble of stuff and the more people you follow the more jumbled it gets. I thought it would be a good place to keep on top of news but find google news is better.<br /><br />But one of the most interesting things that really made me ponder this whole topic last week, was a short interview and discussion on one of my most favourite podcasts (Media Guardian Podcast). On it they interviewed a 17 year old work intern they had who very bluntly said that Twitter is for celebrities who want to go on about "I am", and old people (by which she meant over 30) saying "look how young I am by using this".<br /><br />It really made me think. The place to look for the next big thing is what teens and what this very online savvy generation is doing. By the time many of them get more mainstream, and your work mates start using them, it is time to think either:<br /><br />(1) This tool is now past it's peak and past it's cutting edge. Our use of it may date us, may make us seem too establishment and behind the curve. OR<br /><br />(2) This tool is now mainstream and time to embrace it!<br /><br />Which option is right depends on your brand. So if you are a trendy young and cutting edge brand you probably need to be on what is scorching hot and new. More mainstream brands should look to the 2nd.<br /><br />Either way you need to embrace these new tools and at least be trying...<br /><br /><strong>visit my twitter feed at </strong><a href="http://www.twitter.com/garybembridge"><strong>http://www.twitter.com/garybembridge</strong></a></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-520088607972429467?l=www.garybembridge.com' alt='' /></div>
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I think one of the biggest problems major companies face is that it is very difficult, maybe impossible, to create copy and communication that breaks the rules or does anything different in the category. The more I observe communication coming from "the big guys" and the "blue chips", the more I am convinced about this.<br /><br />It seems to me that if you were a truly creative agency, unless you deal with the head of any major organisation determined to change things, you may never get to break any rules. Or, unless that person demands their people really challenge the status quo and gets involved in facilitating and enabling some challenging work, it just will not happen.<br /><br />Without this hands on leadership, large organizations will get communication that consistently delivers solid results. Nothing more.<br /><br />Ironically, as a marketer to really step change the business (rather than safely in corporate world grow the few percentage a year) you need to do something that is different to others. But the system of large corporate world encourages and rewards being more incremental than revolutionary, different or dramatic (unless there is a crisis!)<br /><br />It does seems that the really big break through work in large organisations came when the very senior leaders were the client or actively made it happen.<br /><br />Two examples<br />From the past: The Margaret Thatcher "labours not working" which not only took her to power but make the Saatchi's into a powerhouse.<br /><a href="http://2.bp.blogspot.com/_OhMJ7zCCNPY/SlXbxDAWHdI/AAAAAAAAAW0/tvI2JLmC_4s/s1600-h/pub_notworking.gif"><img id="BLOGGER_PHOTO_ID_5356428967493901778" style="DISPLAY: block; MARGIN: 0px auto 10px; WIDTH: 400px; CURSOR: hand; HEIGHT: 191px; TEXT-ALIGN: center" alt="" src="http://2.bp.blogspot.com/_OhMJ7zCCNPY/SlXbxDAWHdI/AAAAAAAAAW0/tvI2JLmC_4s/s400/pub_notworking.gif" border="0" /></a><br /><div><br /><br />From the modern:<br />The slightly bizarre but very effective in terms of sales Cadbury "Gorilla" that was designed to create an ad people spoke about.<br /><br /><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/Ow_o78zjo14&hl=en&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/Ow_o78zjo14&hl=en&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object><br /><br /><br />Both broke the mould and the norms. Both were dramatic, unexpected and spoken about. Like them or hate them, they were seen, remembered and spoken about.<br /><br />Unless the most senior decision maker leads either directly or facilitates, it is always going to be safest for people in the chain o follow existing rules and norms in large organisations. Although communication should be developed for the consumer, there is always going to be a big element of “what will the boss think of this/ how will I sell this to my boss”. If you are the boss you nly sell to yourself in the end.<br /><br />The key being, as one of my idols David Ogilvy made, is that when you really understand the rules of what works and then consciously break them this often works better. This is because you know why you are breaking them. You need a lot of experience and the ability and confidence to fail to do that. When you are the boss you can. When you are in the ladder hoping for the bonus and the next promotion, you need to deliver what your boss likes. Usually the boss likes no surprises, reliable and incremental. This is the stuff that bonuses and promotions are made of.</div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-3171955258636155093?l=www.garybembridge.com' alt='' /></div>
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<a href="http://4.bp.blogspot.com/_OhMJ7zCCNPY/SjtHFXi1MhI/AAAAAAAAAWE/TY_UoHM8eNc/s1600-h/maryportas.jpg"><img id="BLOGGER_PHOTO_ID_5348947139977622034" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 180px; CURSOR: hand; HEIGHT: 282px" alt="" src="http://4.bp.blogspot.com/_OhMJ7zCCNPY/SjtHFXi1MhI/AAAAAAAAAWE/TY_UoHM8eNc/s320/maryportas.jpg" border="0" /></a> While needing to remember that many business shows on TV (like “The Apprentice” and “Dragon’s Den”) are really more reality show and entertainment shows than actually telling or teaching us about business or marketing, I cannot help love many of them.<br /><br />Though I do wonder how much I and other viewers are actually learning about business and marketing.<br /><br />My 2 favourite shows in this genre are "Hotel Inspector" (helping failing hotels turnaround) and "Mary Portas: Queen of Shops" (turning round failing shops).<br /><br />A recent short 3 part series had Mary Portas trying to breathe life into the worst performing Save The Children charity shop in the UK ina show called “Mary: Queen of Charity Shops”. While very entertaining, I did find it taught or made me wonder about a few key things:<br /><br /><strong>You need to be very strong minded and very determined to take on entrenched old dears</strong><br />But on a more serious note, she battles to get a team of volunteers aged from 60 to well into their 80s who have been volunteering for up to 20 years to make change happen. The learning is that, no matter how good your visions, your ideas, your plans are, you need to get the team on board. Or get a new team who will sometimes! Without that you are doomed. Getting people to accept change and do things differently, without them seeing what is in it for them is a big issue.<br /><br /><strong>You need to get better than damp pants, dirty bras and used junk</strong><br />The problem she faced was people donate junk that is largely unsalable, and the 30 per cent or so of donations that are tend to very low value. The "supply chain" and "suppliers" are shoddy, erratic and appalling. People going into the charity shops know that. The learning is that it is all about getting better product from better suppliers more reliable on quality. You need to have a great and reliable supply chain and great products to succeed.<br /><br /><strong>You can't sell for over five pounds<br /></strong>The volunteers argued no shopper will ever spend over five pounds in the channel. Mary argued you could train shoppers through better products to reinvent the way they think about your offer. But only through dramatic change in service, products and the “packaging/ look” of the store so they rethink you and your offer. I am not so sure you can train consumers away from price expectations and habits, but if you have any hope you need to look and offer something very different from what they have “learnt” about you. You need a new product and shopper experience.<br /><br />Did you see the show? Any thoughts?<br /><div></div><br /><div>watch a video of Mary Portas speaking on ITV "This Morning" about the show: <a href="http://www.youtube.com/watch?v=oGBuQ0cZoF8"><strong>click here to watch on YouTube</strong> </a>or on the blog posting</div><br /><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/oGBuQ0cZoF8&hl=en&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/oGBuQ0cZoF8&hl=en&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object><br /><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-7395704377927186942?l=www.garybembridge.com' alt='' /></div>
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<a href="http://4.bp.blogspot.com/_OhMJ7zCCNPY/SjC-SpTfm3I/AAAAAAAAAV0/SRVkxDBH93E/s1600-h/search-engine-marketing.jpg"><img id="BLOGGER_PHOTO_ID_5345981985223318386" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 313px; CURSOR: hand; HEIGHT: 320px" alt="" src="http://4.bp.blogspot.com/_OhMJ7zCCNPY/SjC-SpTfm3I/AAAAAAAAAV0/SRVkxDBH93E/s320/search-engine-marketing.jpg" border="0" /></a><br />Following up from a recent posting I did about how we tend to forget what we do and act as consumers the minute we walk through the door of our office, something struck me this week about how easy it is to miss things - even when they are blindingly obvious.<br /><br />I was shown some data about how online searches for specific products, especially new ones, dramatically increases as soon as a new TV ad appears. This seems very obvious and rational behaviour. It is something we (as consumers) are all likely do when we see an ad for a new product on TV that interests us. We would go and find out more (and as many people actually are online when they are in front of the TV it is even easier to do.<br /><br />So, type in your product or product variant you are TV advertising now or have been or about to. What would an interested consumer see and find?<br /><br />Is your online content and search buying up to scratch when you go on air?<br /><br />Find out by searching your product or variant right now...there is a google search box on the left hand side of the blog.. try it<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-2737006687679943528?l=www.garybembridge.com' alt='' /></div>
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<a href="http://2.bp.blogspot.com/_OhMJ7zCCNPY/Si7RKsA3BLI/AAAAAAAAAVs/E_RaAjNeQkk/s1600-h/MaxFactorAd.jpg"><img id="BLOGGER_PHOTO_ID_5345439789279020210" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 247px; CURSOR: hand; HEIGHT: 320px" alt="" src="http://2.bp.blogspot.com/_OhMJ7zCCNPY/Si7RKsA3BLI/AAAAAAAAAVs/E_RaAjNeQkk/s320/MaxFactorAd.jpg" border="0" /></a> The news that Max Factor is going to be killed off in the USA (although it seems to be largely dead already!) ruins one of the examples I had often used of having a powerful, competitive Big Idea over time in various trainings and projects I have worked on. How annoying.<br /><br />It seems that "the makeup of makeup artists" no longer appeals. So what happened or is going on?<br /><br />In some ways, it is probably largely a sign of the times. Just as Lux (the choice of stars) in Western markets died when the studio system and the glamour associated with big screen stars died as times changed.<br /><br />Today, with the advent of reality shows and instant and transient celebrity we seem to have lost that small, exclusive and highly glamorous world that the stars of movies used to represent. A world when a few cherished stars and their personas were carefully crafted and managed. Their image and stories carefully managed. Remember this is from time when studios controlled the stories and image so well that a star like Rock Hudson was not even suspected of not be a charming, good looking womaniser.<br /><br />Now we have a more transient celebrity world. Celebrities still are very powerful as brand spokespersons, but are they seem to be doing more of a job in helping a brand achieve stand out in a cluttered world these days - than selling aspiration and glamour. You can, after become a celebrity yourself much easier than ever before.<br /><br />So I do wonder if the role of celebrity and those associated with them has fundamentally changed over the last 10 plus years with the emergence of shows like Big Brother (in its 10th year in the UK) and the such like.<br /><br />Even there we see names rise sharply and burn out just as quickly. Celebrity and stars as a currency and ally for brands is now less about adding to long and medium term values, and more about short term news and fast awareness.<br /><br />It is the nature of the way we live and how media chases, builds and throws celebrities aside. Possibly the most telling thing is we don't really talk about "stars" anymore - we talk about celebrity.<br /><br />Of course when chosen well and timely they have a big impact on awareness and trial. But maybe like the makeup artists of stars, they are not as likely to add glamour and aspiration over time as much anymore? I am sure there are many other issues related to Max Factor like products, pricing and distribution, but it still seems that the shine faded as the nature of celebrity and glamour associated with it faded and became less relevant.<br /><br /><strong>Max Factor TVCs</strong><br />1986 Max factor Ad with Jacklyn Smith talking about the glamour of Marlene Dietrich. The pay off line is "The glamour goes on", so linking to the glamour associated with the old movie stars (as the nature of stars changed even in the 1980s they struggled to have a glamour face as of old).<br />Watch on Youtube: <a href="http://www.youtube.com/watch?v=Ihuhc7Laa2k">click here</a> or on the blog posting<br /><br /><br /><div><p align="center"><embed src="http://www.youtube.com/v/Ihuhc7Laa2k&amp;hl=" width="425" height="344" type="application/x-shockwave-flash" allowfullscreen="true" allowscriptaccess="always" fs="1&amp;"></embed></p><br /><p>TV ad based on the film "memoirs of a geisha" from that linked the brand to it's roots in film. <a href="http://www.youtube.com/watch?v=EHwrfqzxyl0">Click here to watch on YouTube</a> or on the blog posting:</p><br /><p align="center"><embed src="http://www.youtube.com/v/EHwrfqzxyl0&amp;hl=" width="425" height="344" type="application/x-shockwave-flash" fs="1&amp;" allowscriptaccess="always" allowfullscreen="true"></embed></p>This short clip is how Bloomberg reported the news of Max Factor being pulled from the USA: <a href="http://www.youtube.com/watch?v=RR-vJQ6WohA">click here to watch on YouTube</a>, or watch on the blog posting:<br /><br /><p align="center"><embed src="http://www.youtube.com/v/RR-vJQ6WohA&amp;hl=" width="425" height="344" type="application/x-shockwave-flash" fs="1&amp;" allowscriptaccess="always" allowfullscreen="true"></embed></p></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-551135339166092414?l=www.garybembridge.com' alt='' /></div>
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<a href="http://3.bp.blogspot.com/_OhMJ7zCCNPY/Sifci4By3VI/AAAAAAAAAVk/eCD35t-F3t8/s1600-h/boots.jpg"><img id="BLOGGER_PHOTO_ID_5343481974611959122" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 215px; CURSOR: hand; HEIGHT: 317px" alt="" src="http://3.bp.blogspot.com/_OhMJ7zCCNPY/Sifci4By3VI/AAAAAAAAAVk/eCD35t-F3t8/s320/boots.jpg" border="0" /></a> I admire what Boots the Chemist are doing in the UK on their anti-age line (Boots Protect and Perfect).<br /><br />They have shown the importance of not just following the set and established ways and norms. In anti-aging the big players and brands, like Olay and L’Oreal, invest in TV as the main media (no doubt constantly wrestling with the TV authority on claims and claim support) and then also have PR and the such.<br /><br />Boots were more clever. They do not have the same momentum and habit that the big FMCG players have where managements are trained and focused on the TV copy led model. Nor did they have the budgets I suspect.<br /><br />So they cleverly focused on investing in clinical (which is more in the DNA of a pharmacy thinking company) and released it not through the beauty editor world, but through the science editor and news world. The take out from the clinical was: not many moisturisers have real anti aging effects, but Boots really does over time. One study, just one study.<br /><br />Science sections in press reported it and news followed. The media did the job of making strong claims.<br /><br />Then with their retailer mindset, they focused on attracting people into store with copy that said the thing everyone is talking about is now n store, and store displays reinforcing it. They drove traffic based on the news that an amazing product offering was now in store.<br /><br />They are selling a ton of the stuff. And they never had to fight with authorities on claim support and nuances.<br /><br />They also acted true to their mindset and competencies. They did not run head on with the big traditional marketers.<br /><br />Thinking different model seems key these days. Boots are doing it in the UK, while brands like Caudalie are doing it in French pharmacies and Proactiv with direct response TV/ online in the USA. The traditional model may not be broken, but seems no guarantee of success as consumers know the model and how messages are told. The new models seem to get through and get reaction more....<br /><br />Watch the ad on Youtube: <a href="http://www.youtube.com/watch?v=3eAAT4ifWCI">click here</a><br />Or on the blog post:<br /><br /><embed src="http://www.youtube.com/v/3eAAT4ifWCI&amp;hl=" width="425" height="344" type="application/x-shockwave-flash" fs="1&amp;" allowfullscreen="true" allowscriptaccess="always"></embed><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-3863126871780359655?l=www.garybembridge.com' alt='' /></div>
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<div xmlns="http://www.w3.org/1999/xhtml"><p><object height="350" width="425"><param value="http://youtube.com/v/Yxi6QDwQyLU" name="movie"><embed height="350" width="425" type="application/x-shockwave-flash" src="http://youtube.com/v/Yxi6QDwQyLU"></embed></object></p><p>Watch on Youtube:<br /><a href="http://www.youtube.com/watch?v=Yxi6QDwQyLU">http://www.youtube.com/watch?v=Yxi6QDwQyLU</a><br /><br />This is pure entertainment. This master mash up of clips from the UK version of "The Apprentice" by a pesron called "cassette boy".<br /><br />If you watch the show this is so funny.<br /><br />Other than being entertaining on the blog, this also shows how brands can take ona life of their own and people can add to and extend the brand in their own way. These user generated pieces of content I find fascinating as they often tell you more about what people are taking out from the brand/ offer.<br /><br />I have written quite a few postings on user generated content. They are entertaining and fascinating.</p></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-5889517358581827722?l=www.garybembridge.com' alt='' /></div>
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<a href="http://1.bp.blogspot.com/_OhMJ7zCCNPY/Sh_wc2ucvnI/AAAAAAAAAVc/NJg_TQdK8FU/s1600-h/britains_got_talent.jpg"><img id="BLOGGER_PHOTO_ID_5341252061602037362" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 320px; CURSOR: hand; HEIGHT: 181px" alt="" src="http://1.bp.blogspot.com/_OhMJ7zCCNPY/Sh_wc2ucvnI/AAAAAAAAAVc/NJg_TQdK8FU/s320/britains_got_talent.jpg" border="0" /></a><br />I am embarrassed to say that despite being a total online geek (some may say online whore as I use it so much and so many tools), in my professional life I have not led a more innovative and aggressive use of new media and tools. Focusing more on the traditional marketing tools of TV, print, in-store. Is this what you also revert to?<br /><br />I really started challenging myself on this. This challenge started when I was merrily criticising the UK ITV TV channel and the producers/ owners of the "Britain's Got Talent" show who found that one of the acts (Susan Boyle) exploded into a global sensation due to clips posted by fans (ignoring any copyright) on YouTube. The clip (which was finally put up officially) has been watched some staggering 62 million times (and that is just 1 clip as other copies have several million as well) and growing. The station and owners making no money from it initially as they had not fully thought past the traditional model of selling space in the show on air, and some revenues from viewer phone-in voting. (Even I make money from my hotel room and other clips on YouTube). This was all as Susan Boyle, due to the YouTube fame, appearing on Oprah and Larry King live making a local UK TV show a worldwide feature. This is after an audition mind you - she has not won the show (as of writing) and may not. But her fame is assured. As is ITV for not being more aware of the new models available to them to reach consumers.<br /><br />While I was criticising them for not embracing new media, embracing the power of people who engage with new media and social networks to discover things, I realised I was the same creature.<br /><br />Why are people like me who even when using new media and tools so much as consumers, forgetting it all when we walk through the door of the office? I have blogs, use twitter, use Google news as my main source of news, on Facebook at least once a day, do all my holiday and travel using tripadvisor and online, buy a large amount of things online, use iPod and listen to podcasts every day... And so on. But have not championed them for the brand.<br /><br />Why?<br /><br />Is it because it is easier to use the tools that are more familiar with the management upwards and those leading the countries? Habit and familiarity?<br /><br />Or is it because agencies have stayed as agencies, and still talk in a language of TV and Print (oh and here is how you could run that online) and so are not challenging enough? The online function seem to all be in different divisions in agencies, and not central to the process.<br /><br />I really think I, and everyone needs to really revolt! We have to be more focused on the total journey from awareness to consideration to commitment and purchase by our target and where in that chain we need to influence.<br /><br />Keeping acting more like a consumer when you walk through the door of the office!<div>Take a look at the video of Susan Boyle that made her the internet and international sensation: <a href="http://www.youtube.com/watch?v=9lp0IWv8QZY"><span class="Apple-style-span" style="font-weight: bold;">click here to watch on YouTube</span></a>:<a href="http://www.youtube.com/watch?v=deRF9oEbRso"> </a><br /><br /><embed src="http://www.youtube.com/v/deRF9oEbRso&amp;hl=" width="560" height="340" type="application/x-shockwave-flash" fs="1" allowfullscreen="true" allowscriptaccess="always"></embed></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-3658324333755202937?l=www.garybembridge.com' alt='' /></div>
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<a title="photo sharing" href="http://www.flickr.com/photos/tmtk/3513273011/"><img style="BORDER-RIGHT: #000000 2px solid; BORDER-TOP: #000000 2px solid; BORDER-LEFT: #000000 2px solid; BORDER-BOTTOM: #000000 2px solid" alt="" src="http://farm4.static.flickr.com/3588/3513273011_c99b5967a4_m.jpg" /></a><br /><span style="MARGIN-TOP: 0px;font-size:0;"><a href="http://www.flickr.com/photos/tmtk/3513273011/">People</a><br />Originally uploaded by <a href="http://www.flickr.com/people/tmtk/">The Kids and Kahlie</a></span><br /><p>Some years ago while working on some training on advertising, I used to talk about how there is roughly 365 new skincare/ personal care products and extensions launched every year. This meant that on average your new product or extension would only be new for a day. As within 24 hours there would be something new. I realise now that this was a silly fact, as latest data shows that (despite the tough times) that some 850 new personal care products were launched a year. That means you are only new for less than half a day if you are lucky.....<br /><br />And if you launch in the mass market channels in most countries, the launches are crammed into 2 launch cycles in most cases.<br /><br />So when agencies talk about clutter, they really mean it. Not only is there clutter in the amount of messages but also the amount of news and new things for people to explore. No wonder the beauty care business can be so volatile...<br /><br />But it does mean that whatever you do, you really do need to stand out and be noticed. Think about rush hour and the volumes of people getting on and off the Metro, the tube, the trains. The volume of news is like rush hour every day. You need to be able to be noticed and stand out in that sea of grey and similarity. Just like in rush hour, everyone tends to be very similarly dressed and deck out in whatever the latest colour and fashion is. This is what we all do when launching and marketing in our categories, we tend to feel most comfortable sticking with the trends, what the competition are doing. What has worked in the past..<br /><br />To really stand out, you need to be different. Different enough to be noticed. But not different enough to not be appealing. A tough balance. But it has to be done. Especially when the other scary statistic is that up to 90% of new launches fail or fall well below expectations.<br /><br />You need to be noticed in rush hour, as it is rush hour every day, twice a day when it comes to beauty care!</p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-5686183097232193622?l=www.garybembridge.com' alt='' /></div>
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<a href="http://1.bp.blogspot.com/_OhMJ7zCCNPY/ShWM2gnPBaI/AAAAAAAAAVM/NiKL0sY1www/s1600-h/mattel.jpg"><img id="BLOGGER_PHOTO_ID_5338327801412912546" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 210px; CURSOR: hand; HEIGHT: 320px" alt="" src="http://1.bp.blogspot.com/_OhMJ7zCCNPY/ShWM2gnPBaI/AAAAAAAAAVM/NiKL0sY1www/s320/mattel.jpg" border="0" /></a> The author of this book clearly is not very fond of the toy company Mattel, nor the larger than life personalities that have run it over the course of its history so far.<br /><br />Though looking at a list of the other books that he has written, which I only did after finishing the book, it is clear that his stock in trade when it comes to writing is focusing on the drama of the people associated to dramatic events and scandal linked to celebrity and business. He has written books on Martha Stuart, Rock Hudson and the Hiltons (and has a book about Bernie Maddoff coming out in late 2009).<br /><br />His story of the history of Mattel is a bit one sided, but it made for entertaining and interesting reading despite this. As long as you take that into account. It would be a less provocative and grabbing narrative if it was more balanced.<br /><br />The book is structured to take you through a series of major stages in the history of Mattel, each of which he associates and focuses on the personalities involved at that time. Closely linking that individuals personality and faults to the peaks and troughs of the volatile fortunes of the company. This focus on the people makes it more of a soap opera than a real business analysis of the brand and company. So although you learn about the company, you do not really get a deep understanding of the company and brands themselves.<br /><br />He spends time in the book on the battles (personal and business life) with the “father of Barbie” and then with the couple who started Mattel. Then he moves onto the dealings that ended up driving out the woman who created Mattel and the criminal charges that involved. It covers the loud and over confident CEO who was finally driven out by her poor acquisitions, through to the CEO who oversaw the company during the toy recalls related to lead paint from toys made in China and magnets being ingested by children.<br /><br />Overall I found the book enjoyable although it was closer to a “holiday book” read in style and content. But good entertainment. It made me curious to see how he has skewered other people in his books. I may just buy one to find out.<br /><br />The other thing that I thought was interesting from a "brand"/ "marketing" side was that the author (Jerry Oppenheimer) has been a good marketer as he has created this brand as you expect when you see or get one of his books that he will tell a soap opera style story about a personality from the world of business. Very clear!<br /><br />To buy the book on Amazon:<br /><iframe src="http://rcm-uk.amazon.co.uk/e/cm?t=mytravereview-21&o=2&p=8&l=as1&asins=0470371269&fc1=000000&IS2=1&lt1=_blank&m=amazon&lc1=0000FF&bc1=000000&bg1=FFFFFF&f=ifr" style="width:120px;height:240px;" scrolling="no" marginwidth="0" marginheight="0" frameborder="0"></iframe><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4741579671867020977-3871416597527595023?l=www.garybembridge.com' alt='' /></div>
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